How to draft an RFP for a PR agency is a question many technology leaders face, because choosing the right PR agency can make the difference between building lasting visibility or wasting valuable budget. Many executives also ask, “Why is it so hard to get consistent media coverage?” The reality is that without a structured approach to PR, companies often face stagnant brand awareness, missed opportunities, and mounting frustration.

The good news is that a well-structured RFP template gives you control over the process and sets the stage for stronger partnerships. By defining your PR objectives, background, scope, and evaluation criteria, you make it easier for agencies to respond with proposals you can actually compare.

Below, we walk through eight key steps on how to draft an RFP for a PR agency that attracts the right partners, keeps the process efficient, and positions your company to prove PR ROI to executive leadership.

Why the Quality of Your PR RFP Matters

A vague or incomplete RFP can lead to mismatched expectations, wasted budget, and proposals that don’t address your real needs. Common frustrations companies experience include:

• Agencies that don’t “get” the technical depth or industry context.
• Difficulties in achieving consistent media visibility despite ongoing PR efforts.
• Proposals that look very different and are hard to compare.
• Firms that sound impressive at first but struggle to deliver measurable results.

A thoughtful RFP helps avoid these pitfalls by clarifying goals, aligning stakeholders, and making sure agencies understand what matters most to you.

Step 1: Define Your PR Goals

The foundation of any RFP is clarity about why you’re investing in PR and what outcomes you expect. Understanding how to draft an RFP for a PR agency starts with defining objectives—whether your priorities are visibility, media relations, thought leadership, or demand generation—so agencies know where to focus their energy. It also ensures you receive relevant, targeted proposals that align with your fast-changing tech product launches.

Step 2: Share the Right Background

Agencies can only respond effectively if they understand your business. Provide high-level context about your company’s focus, target audience, and what sets you apart. Clear company background details reduce guesswork, demonstrate seriousness, and give agencies the information they need to design strategies aligned with your market position.

Step 3: Outline Your Needs

Your RFP should clearly communicate the areas of PR support that matter most, such as executive positioning, event visibility, or thought leadership. Knowing how to draft an RFP for a PR agency with a well-defined scope prevents misunderstandings later, helps agencies assess fit, and ensures their proposals reflect your specific priorities rather than generic, one-size-fits-all services.

This is especially important for high-growth companies that often feel a disconnect between agency strategies and their unique positioning, leading to wasted investment.

Step 4: Ask for Comparable Proposals

To avoid receiving inconsistent responses, guide agencies on how to structure their proposals. Request information about their background, team, general approach, and relevant results. Standardizing proposal formats makes it easier to compare submissions side by side and ensures you’re evaluating agencies using the same scoring matrices and proposal management platforms.

Step 5: Clarify How You’ll Decide

Transparency builds trust and helps agencies tailor their responses. Let them know which factors carry the most weight—such as industry expertise, creativity, cultural fit, or measurable results. Outlining your evaluation criteria upfront reduces ambiguity and ensures agencies focus on addressing what matters most to your decision-making.

For many tech leaders, this also means asking: “How can we align PR strategy with product launches,” or “how can we tie PR outcomes directly to pipeline growth?”

Step 6: Set Timelines

Clear timelines give agencies the chance to put forward their best ideas. Include when you’ll release the RFP, deadlines for submission, and the timeframe for selection. These details create structure, signal professionalism, and allow agencies to dedicate the right resources to preparing strong proposals.

Step 7: Request Proof of Experience

The strongest indicator of future performance is past success. Ask agencies to share case studies, references, or examples of work that demonstrate results in your industry. This allows you to assess credibility, verify capabilities, and separate firms that deliver real impact from those that overpromise.

Step 8: Keep It Streamlined

A concise RFP makes it easier for agencies to respond thoughtfully. Aim for brevity and focus on the essentials rather than overwhelming detail. When your RFP is clear and to the point, you’ll attract stronger proposals and avoid discouraging agencies with unnecessary complexity or length.

How to Draft an RFP for a PR Agency: Common Mistakes to Avoid

• Over-focusing on price: Budget always matters, but choosing an agency primarily because they’re the cheapest often backfires. Lower-cost firms may lack the senior talent or industry expertise needed to make an impact. In the long run, missed opportunities can cost far more than the savings from a smaller retainer.
• Being too prescriptive: It’s important to state your goals, but dictating every step or tactic in advance can stifle creativity. Experienced agencies excel at bringing fresh ideas and innovative approaches. Leave room in your RFP for them to demonstrate unique thinking.
• Skipping live conversations: A written proposal can’t reveal everything about an agency. You’ll learn far more about responsiveness, strategic thinking, and chemistry by meeting them in person or virtually. Skipping this step increases the risk of selecting a partner that doesn’t mesh with your team’s style.

Key Takeaways

• Clarity Wins: The clearer your PR objectives, the better responses you’ll get.
• Stay Focused: Keep your RFP streamlined and centered on what matters most.
• Look for Proof: Ask for case studies and references to validate capabilities.
• Balance Criteria and Cost: Choose based on value, not just budget.
• Respect the Process: Provide submission deadlines and guidance to help agencies put their best foot forward.

Conclusion: Set the Stage for a Strong Partnership

Understanding how to draft an RFP for a PR agency isn’t just about procurement—it’s about laying the foundation for a long-term relationship that can elevate your visibility, credibility, and growth. The right agency will bring expertise and creativity, but your RFP helps set the stage for a partnership built on alignment and shared goals.

At Gabriel Marketing Group, we work with B2B technology companies to solve persistent frustrations like inconsistent media coverage, slow agency response times, and pressure to tie PR outcomes directly to sales pipeline growth. We understand the challenges technology leaders face and how PR can make a meaningful business impact.

If you’re preparing an RFP, we’d love to be included in your evaluation process.

Or, schedule a consultation today to learn how we can help your brand break through in competitive markets.

About the author: Leah Nurik is the founder and CEO of Gabriel Marketing Group.